Ken Wroy
Role — Co-Founder & Design Director
Building my own start-up has been the biggest hands-on experience I’ve had as an UX Designer and Strategist. I’ve applied the entire design process, from discovery and definition to design and development, in the life span of my company. Along with my stakeholders, we changed the way men shopped for their underwear by creating men’s lifestyle underwear brand that celebrates original style above all.
Inspired by NYC, where my love for design deepened, I launched ‘Ken Wroy’, a designer brand that speaks to the modern man.
The Challenge
Men’s underwear is a highly segmented market, it’s a basic replenishment item or a highly branded product or exclusively for homosexuals. But modern men with different lifestyles have different needs and new shopping behaviors.
Men do not have a convenient place where they can go to have their intimate needs well taken care of, just like women.
Approach
We went on the field and interviewed men of different demographics and gender preferences.
We spoke to the stakeholders of the men’s fashion industry — influencers, magazine editors, buyers and boutiques owners to get a clear overview.
Our best inputs for the shopping behavior and product needs came from speaking with the sales associates on the department store.
Strategy
Two insights peaked out from our research and concept testing and exercises:
1. Men want versatile underwear
2. Men want to have fun!
Basically, our strategy was to think of the brand as — “Ken Wroy is to men’s underwear as HappySocks is to men’s socks.”
Solution — Ken Wroy offers men an exclusive underwear wardrobe, with premium products, that can be conveniently shopped based on one’s lifestyle needs.
